Hartwall Original Long Drink: The Greyest Day of The Year

Campaign details

Starting point

Hartwall Original Long Drink is a refreshing mix of Finnish premium gin and grapefruit soda. It was invented for the 1952 Helsinki Olympic Games to help local bartenders serve the thirsty visitors with ease. Many consider it the national drink of Finland. The drink is grey in colour and Finns call it simply "grey" If you tell your bartender "I'll have a grey" everyone in Finland will know exactly what you mean.

Objectives

Alcohol advertising is strictly regulated in Finland. In 2015, the Finnish parliament approved an amendment that prohibited the advertising of alcohol products in public places. Moreover, it is not allowed to directly activate the public through social media or have ads on TV before 10 P.M.

The other challenge was the great fluctuation in the consumption of Hartwall Original Long Drink between the seasons. Long drinks are more popular during summer months, when they are a refreshing alternative to beer, but consumption plummets during other seasons. The main goal of the campaign was to boost sales outside the summer season.